Our research was definitely a good project to materialize what we have learned in class throughout the semester. Firstly, we learned that the social, economical and cultural life of coffee in the United States can be seen in advertising and marketing.
Major changes occurred during the 20th century that had an impact in the way that coffee is consumed, from the beginning of an era mass industrialization, wars and other international conflicts, new technologies and shifting power and gender dynamics. The best way to appreciate these changes is through advertisement, our research proves that as coffee consumption has changed, the advertisement and marketing strategies had to adapt. Besides adapting, coffee advertisement has something for everybody, from cool kids, to the sophisticated bachelor, the social responsible community to the big family who wakes up early. There is no way that each consumer today is not targeted by coffee advertisement.
Furthermore, we also discovered that coffee ads come from different fronts, it could be from the usual suspects, big transnational companies, retail stores and local shops, to governments and NGOs. Finally, our four categories are not exclusive to particular coffee consumption industries. For example, we found aspirational ads for big companies (like Nescafe), retail stores (Starbucks), and NGOs (Oxfam). We can conclude that all marketing tactics and strategies are related and interconnected. We hope that whoever reads our analysis will be able to identify the different elements that are part of a coffee ad.